For decades, ITV has been a staple of British living rooms, but now its broadcast channels and streaming service are being sold to Sky in a £1.6bn deal that marks a seismic shift in UK television. The acquisition, announced on 6 July 2026, will combine ITV's free-to-air channels and ITVX platform with Sky's pay-TV and broadband business, creating the UK's largest commercial broadcaster.
The deal involves Sky, which is owned by the American telecoms giant Comcast, paying an initial £1.2bn in cash for ITV's media and entertainment division, with a potential further £200m in 2028 depending on advertising revenues. It does not include ITV Studios, the production arm behind shows like Love Island and I'm a Celebrity... Get Me Out of Here, which will remain a standalone company listed on the London Stock Exchange. As part of the transaction, Comcast will sell its Love Productions business, maker of The Great British Bake Off, to ITV for £200m.
“A look at the £1.6bn sale of ITV's broadcast arm to Sky and what it means for viewers.”
The sale is the result of months of talks and is one of the biggest takeovers in British media history. Both companies say it will create a stronger rival to global streaming giants such as Netflix, YouTube and Amazon Prime Video. Dana Strong, Sky's chief executive, called it "a defining moment for British media". Andrew Cosslett, ITV's chair, said the move would "secure ITV's crucial role as a public service broadcaster" at a time of rapid industry change.
The background to this deal lies in the fragmentation of TV audiences. Traditional broadcasters are losing viewers to streaming platforms and social media, making advertising revenues harder to sustain. As Sky put it in a statement: "The UK media market is undergoing a profound and rapid transformation, and as competition for audiences intensifies, scale matters more than ever." Susannah Streeter, chief investment strategist at Wealth Club, said this was a "significant step in the reshaping of Europe's media landscape" and that broadcasters are "having to change tactics fast".
For UK viewers, the immediate impact is minimal. Sky has said there will be no immediate changes to popular shows. "Viewers will continue to enjoy the shows they know and love, such as Coronation Street, Emmerdale, Love Island, I'm a Celebrity... Get Me Out of Here!, This Morning, Loose Women, Lorraine and News at Ten – alongside major live sporting events," the company said. ITV is also required by law to provide a free-to-air service until at least 2034 under its public service broadcasting licence, so access to ITV's channels should remain free. In a further commitment, Sky has agreed to spend at least £2.1bn on content from ITV Studios between 2028 and 2032, which should help safeguard production of long-running series.
However, some analysts have expressed caution. Streeter noted that the key challenge will be ensuring that cost-cutting does not come "at the expense of the creative talent, editorial experience and institutional knowledge that have underpinned both organisations' success." The deal also includes a break fee: Sky would pay £80m if the deal fails to get regulatory approval, while ITV would pay £11.5m if it withdraws.
Q: Will my favourite ITV shows change? Sky has said there will be no immediate changes. Shows like Coronation Street, Love Island and This Morning will continue as before. The deal specifically protects ITV's public service broadcasting commitments until 2034.
Q: Why is ITV selling its broadcast arm? ITV's broadcast business has been under pressure from the rise of global streaming platforms like Netflix, YouTube and Amazon Prime Video, which have eroded traditional advertising revenues. By combining with Sky, ITV gains scale and resources to better compete in a rapidly changing market.
Q: Will I have to pay to watch ITV in future? ITV's channels are required by law to remain free-to-air until at least 2034 under its public service broadcasting licence. After that, the terms could change, but for now free access is guaranteed.
The deal still requires approval from regulators. If cleared, ITV Studios will become a standalone business, and the ITV board expects to return £950m to shareholders. The transaction underscores the profound shift in how Britons watch television – and how the companies that deliver it must adapt to survive.